Trust and satisfactionthe keys to client loyalty in mobile commerce

  1. Nadia Jimenez 1
  2. Sonia San-Martin 1
  3. José Ignacio Azuela 2
  1. 1 Universidad de Burgos
    info
    Universidad de Burgos

    Burgos, España

    ROR https://ror.org/049da5t36

    Geographic location of the organization Universidad de Burgos
  2. 2 Universidad Autónoma de Tamaulipas
    info
    Universidad Autónoma de Tamaulipas

    Cd. Victoria, México

    ROR https://ror.org/04hhneb29

    Geographic location of the organization Universidad Autónoma de Tamaulipas
Journal:
Academia Revista Latinoamericana de Administración

Year of publication: 2016

Volume: 29

Issue: 4

Pages: 486-510

Type: Article

DOI: 10.1108/ARLA-12-2014-0213 DIALNET GOOGLE SCHOLAR

Abstract

Purpose The purpose of this paper is to analyze the role of four important variables in the development of customer loyalty in mobile commerce. These variables are personal (propensity to use information and communication technologies (ICTs)), transactional (opportunism), and relational (trust and satisfaction). Design/methodology/approach A broad sample of 1,053 mobile customers in Mexico was studied using the structural equation analysis methodology. Findings The results offer evidence on how trust and satisfaction can increase loyalty and motivate purchases via mobile devices. In addition, the results show evidence of the indirect effect (mediated through trust) of opportunism, and propensity to use ICTs on loyalty. Practical implications Achieving customer satisfaction is revealed as the main strategy enterprises should seek in order to encourage repetitive purchases via mobile devices and customer loyalty. At the same time, companies should consider that the customers most likely to use ICTs, and those who perceive less opportunism can also be very loyal as a result of a higher level of trust when making purchases using mobile devices. Originality/value The contributions of this paper are: (1) to analyze the generation of loyalty in mobile commerce using a conceptual model that includes variables of different theoretical perspectives and nature, both positive and negative. (2) To provide empirical evidence from a sample of mobile users who have already bought goods via mobile phone, contributing to prior literature that has focused on analyzing the behavior of mobile phone users who do not make purchases via mobile phones. (3) To study mobile commerce in an emerging market with notable potential for growth (Mexico), which has not been studied at length in previous literature.

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